As with many other categories in beauty and personal care, depilatories was significantly impacted by the outbreak of Coronavirus (COVID-19) and the measures introduced to stem the tide of the virus in the country. Lockdowns and social distancing, work-from home policies and limited out-of-home social, sports and exercise opportunities reduced the need or desire of consumers to use depilatories.
In April 2021, Procter & Gamble Balkans doo introduced its new Gillette Venus Sensitive line within women’s razors and blades in Serbia. The brand’s new line is marketed as suitable for women with sensitive skin, and also as a provider of long-lasting results.
The distribution of depilatories continued to follow the main modernisation trend in retailing in 2021. The ongoing modernisation of the retailing landscape dictated a continued shift away from traditional grocery retailers towards modern grocery retailers and health and beauty specialist retailers, especially drugstores/parapharmacies, in depilatories in 2021.
The prospects are gloomy for depilatories in terms of growth potential over the forecast period. The category is expected to be hindered strongly by the growing number and popularity of low-priced beauty salons that offer depilation services.
Private label was already a significant presence in depilatories in the review period. The retail value share of private label is set to continue to rise in the forecast period.
The demand for depilatories is likely to remain highly seasonal over the forecast period. While many women use depilatories all-year-round, usage is heightened during the hotter summer months.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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